DOOH Community Issue #4

πŸ“’ This weeks issue of the DOOH Community (01/08/2022)

DOOH Community is your weekly wrap-up of all things digital out-of-home, buckle up and let's get started!

This Weeks Top ANZ Stories πŸ†

oOh! Continues Western Australia Expansion πŸ‡¦πŸ‡Ί 🦒

Source: oOh! Media

Quick Breakdown:

  • oOh! Media are expanding their operations in the City of Wanneroo, North of Perth, Western Australia

  • Won the contract for 38 new bus shelters, with more digital assets on the way

  • oOh! currently work with 21 Western Australia councils to provide a wide variety of DOOH solutions

  • There are currently over 6,000 oOh! screens in WA

"Western Australia is a key market for oOh! and we welcome the opportunity to continue our long-term relationship with the City of Wanneroo."

oOh! CEO - Cathy O'Connor

Our Thoughts:

oOh! have really been expanding their presence across all of Australia recently, which just goes to show how both brands and venue owners are seeing value in having DOOH screens.

Continued expansion is great for the whole industry, and enables even more small local businesses a chance to access a digital marketing channel they may not have understood or been able to afford previously.

Uber Eats Makes use of 'The Bourke' 🍽 🚘

Source: Mumbrella

Quick Breakdown:

  • Uber Eats' "Tonight I'll Be Eating" campaign featuring the Irwin family & Paris Hilton

  • The creative features a 3D baby giraffe (named by Paris Hilton), Princess Lasagna Baby popping out of the screen

  • The creative is displayed on oOh! Media's 'The Bourke', located in Melbourne

  • This creative is part of a larger campaign taking place across NSW and Victoria

  • One of the other creatives of this campaign includes "doggie billboards", billboards that are 80% smaller than their counterparts

"The sheer scale of the screen along with this fun creative execution will make the Uber Eats campaign truly unmissable.”

Poly Chief Content, Marketing & Creative Office - Neil Ackland

Our Thoughts:

Our first thought is that the name for the giraffe is a little out there, our next thought is that 3D creatives in Australia are a huge win, and from what we've seen it looks stunning!

This whole campaign is really creative and we've seen similar marketing attempts from brands like Doordash & Menulog.

We're huge fans of the over-the-top, out-there advertising campaigns, and can't wait to see who makes the next move, and what it is.

Yet Another Insightful JCDecaux New Zealand Report πŸ‡³πŸ‡ΏπŸ‘¨β€πŸ”¬

Source: JCDecaux New Zealand

Quick Breakdown:

  • JCDecaux New Zealand have released a report showing that creatives with strong brand code have higher uplift

  • Distinct/strong brand codes involve creatives with the brands colour, logo, shape, tone of voice and style of imagery

  • Brands that employ creatives with strong brand code see a 13% increase in uplift in mental availability

  • Creatives with strong brand codes are also liked more by 31%, these "liked" creatives have an 18% increase in uplift in mental availability

"Advertising β€˜works’ through building memory structures that consumers call on in a buying situation."

JCDdecaux New Zealand Senior Insights & Strategy Specialist - Victoria Parsons

Our Thoughts:

This report confirms something a lot of people in the general marketing/advertising industry already felt was true.

We've always seen stronger brands being recalled more, and having some clear evidence through reports like these is hugely important for verifying these feelings/claims.

It's even better when you consider this research was done purely in relation to OOH creatives, so it can be compared to other advertising channels more easily.

Veridooh Now Carbon Neutral 🏒🌳

Source: AdNews

Quick Breakdown:

  • Veridooh, the third-party DOOH verification provider are now carbon neutral

  • They now offset 100% of their carbon footprint, which includes the business' energy use, WfH staff, waste, key suppliers and even travel

  • The entire Australian advertising industry is committing to a reduction in emissions throughout the entire supply chain

  • Veridooh have developed their own carbon calculator, making use of their SmartCreative technology, which tracks every second of every play

  • Veridooh provides the option for advertisers to offset emissions through a range of high-integrity carbon projects, including traditional fire burning

  • Veridooh have already made a huge effort in their environmental care through support for a range of other projects

  • They also have a ban on single-use coffee cups and plastic bags, along with having a paperless office

"We’ll be rolling out further OOH initiatives aimed at supporting the environment, whether it’s targeting digital, static, or programmatic formats.”

Veridooh Cofounder - Mo Moubayed

Our Thoughts:

Going carbon neutral isn't an easy task, so it's great to see a local business pull it off. Not only have they managed to go carbon neutral, but the projects they're invested in are also at a local Australian level.

Add to the fact that they've removed all single-use waste from their office, they're really leading the charge for environmental efforts in both the ANZ region and also on the world stage - and not just in the DOOH industry either.

LUMO's 2 New Hires πŸ‘¨β€πŸ’»πŸΎ

Source: StopPress

Quick Breakdown:

  • New Zealand-based digital out-of-home company LUMO Outdoor has acquired 2 new hires

  • These hires are in direct response to LUMO's continued growth, as they approach the 50 screen mark

  • Rex Carpenter has joined the AdOps team, and was previously at the Radio Bureau as a media planner

  • Rob Law will be supporting the sales team with reporting and audience insights, he's recently graduated from the ARA Broadcasting Institute of Canterbury

  • LUMO are still hiring for two additional sales roles

"We’re absolutely thrilled to be welcoming Rex and Rob to the LUMO family to meet our growing demands. Like all of our LUMO team, we look for talent that has the X-factor when it comes to understanding their patch. Rex and Rob are bringing with them some amazing skill sets, energy and attitudes, we can’t wait to see that applied within the LUMO team.”

LUMO CEO - Phil Clemas

Our Thoughts:

We've been watching LUMO's growth over the past few years so it's no surprise to see that they're hiring in sales and operations roles. Building a team that can support all their advertisers and provide the highest quality data and information is clearly a driving force for LUMO's growth.

Congratulations to Rex & Rob, we at the DOOH Community can't wait to see what you continue to achieve.

This Week's Top Global Stories 🌎

JCDecaux & Shanghai Metro Sign 15-Year Contract πŸ‡¨πŸ‡³

Source: JCDecaux

Quick Breakdown:

  • JCDecaux & Shanghai Metro in China have extended their contract by 15 years

  • Shanghai Metro has over 500 stations with an average of 11 million daily commuters

  • This contract covers over 12,500 screens including backlit advertising panels, digital screens, creative solutions and in-train advertising

  • The joint venture will be known as STDecaux with 60% being held by JCDecaux and 40% by Shanghai Shentong Assets Management Co., Ltd

  • STDecaux are planning on investing in data and software to enable programmatic advertising

"STDecaux is now clearly a pioneer in global DOOH and has become, after 15 years of cooperation with JCDecaux, a leader in the advertising industry."

Shanghai Shentong Metro Group Chairman - Guangyao Yu

Our Thoughts:

China is huge, and as we've covered previously, a big part of the DOOH market, so seeing such a huge contract is awesome news.

It'll be interesting to see how the 60-40 split is managed and what the outcomes are, but they have previous experience together.

Hivestack & Xaxis South Africa Partner For Programmatic Marketplace πŸ‡ΏπŸ‡¦

Source: Hivestack

Quick Breakdown:

  • Xaxis South Africa & Hivestack launch a programmatic DOOH solution in South Africa

  • Advertisers will have access to both the Private market place (PMP) and Open Exchange via one, easy to use dashboard

  • Hivestack have also signed leading South African DOOH media owners: Epic Outdoor, Evolv Outdoor, Insight Outdoor, JB Media and Yooh Media, Primedia Outdoor, Provantage Media Group, Relativ Media and Tractor Outdoor

  • The DOOH Industry in South Africa has had 25% year on year growth and is expected to continue to grow significantly

"We’re thrilled to be partnering with Xaxis South Africa to accelerate the adoption of programmatic DOOH in South Africa."

Hivestack Managing Director EMEA - William Brownsdon

Our Thoughts:

Similar to the DOOH industry here in ANZ, South Africa has seen huge growth over the past few years. Xaxis and Hivestack clearly see huge potential for the programmatic DOOH industry and are taking massive first steps.

Providing a one-stop shop for advertisers with access to a vast range of media owners is huge, and making it simple and easy to use means more brands will use programmatic DOOH.

We can't wait to see how the industry evolves and takes its own unique shape over in South Africa.

JCDecaux & Something Team Up In The UK πŸ‡¬πŸ‡§

Source: Something

Quick Breakdown:

  • JCDecaux is providing 100 sites to Something, the independent creative studio, to act as digital artwork canvases

  • Something are an independent art studio set on connecting people brands and culture to make a positive impact on the world

  • Over fifty unique creators will be taking over DOOH screens to showcase unique and culturally inspired artwork

  • This will be one of Something's first OOH campaigns

  • The campaign aims to celebrate the diversity of language within the local areas

"We’re excited to partner with JCDecaux UK’s The Community Channel to turn their digital Out-of-Home billboards into canvasses for creativity. We wanted to make space for and celebrate the incredible talent in our community and support them in sharing their stories to a wider, appreciative audience.”

Something - Roshannah Bagley

Our Thoughts:

This is a great initiative and an awesome way for creators to showcase their unique art styles and artwork that is inspired by their cultural background and language.

It's also a great way to showcase how digital signage can be used for community needs, along with more than just advertising.

Something is an incredibly creative brand based in the UK and Australia, and we can't wait to see what else they've got coming!

JCDecaux Has Mammoth Growth 🦣

Source: JCDecaux

Quick Breakdown:

  • JCDecaux have released their H1 2022 report, showing huge growth across the DOOH arm of their business

  • H2 of 2021 was focused on modernization of their inventory due to pandemic restrictions across the globe

  • Growth of 79.6% since the end of 2021

  • DOOH now makes up 30% of the group revenue, which is up from 22.8% in H1 2021

  • Programmatic advertising revenue has doubled (compared to H1 2021) through the VIOOH SSP, which is only offered in 17 countries

"Our programmatic advertising revenue more than doubled v the same period last year through the VIOOH SSP (supply side platform), the most connected of the OOH industry, which offers DOOH inventory from JCDecaux for 17 countries now, including Brazil since June, as well as from other OOH media owners."

JCDecaux Co-chief Executive Officer - Jean-Charles Decaux

Our Thoughts:

It's great to see such a strong H1 from one of the bigger OOH players, especially as DOOH now makes up a significant portion of their revenue. What else is interesting to see is the growth of their programmatic revenue.

As economies around the world are entering a recession, we will be watching JCDecaux closely to see if they continue to grow and if their programmatic revenue growth continues.  

Vistar Media's New COO 🎊

Source: Vistar Media

Quick Breakdown:

  • Vistar Media, the programmatic SSP and DSP for DOOH inventory have appointed a new COO, Welby Chen

  • This comes off the back of record breaking revenue quarters and expansion into 13 countries

  • Chen has been chosen due to his experience in scaling companies into global operations

  • Chen will be overseeing Vistar's core revenue operations on both the demand and supply side

  • Chen has more than 20 years in the AdTech industry, with more than a decade of those years being in the startup space

β€œI can’t think of a better time to join Vistar than amid the rapid acceleration of digital OOH as a necessary advertising medium for brands."

Vistar COO - Welby Chen

Our Thoughts:

A lot of DOOH companies have seen growth during H1 of 2022, and Vistar is no exception, especially with expansion into 13 new countries - a great sign for programmatic as a whole.

As Vistar continue to grow it makes sense that Chen will be at helm, with extensive experience with global scaling and AdTech startups, he's clearly a great addition for the team.

Congratulations Welby, we can't wait to see how you help shape Vistars future.

Featured Creative 🎨 - Northrop Grumman "Shot on Webb Telescope"

By now everyone has heard of the Webb Telescope that was sent into space last Christmas. Many of you have probably also heard about how we've started to receive some of its truly stunning photos of the universe.

Northrop Grumman have taken to the streets to help spread the amazing photography through their "Shot on Webb Telescope" campaign, which is a clear callback to Apple's "Shot on iPhone" campaign.

Northrop Grumman have taken an almost identical layout, and instead of using user-generated content, have used some of the beautiful shots from the Webb Telescope.

Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community

P.s - We're working on a referral program, keep your eyes peeled πŸ‘€